Its new VP of marketing will be Brian Vinikoor, who previously worked at mtheory (a management services company). Dieuwertje “Dee” Heuvelings will join as senior director of A&R and marketing from a former position as Spotify’s senior editor and playlists curator. Finally, Ethan Geltzer joins as the new senior director of digital marketing and branding from KNCTRNL Artist MGMT.

David Massey said of the new appointees:

“I am delighted to welcome Brian, Dee and Ethan to the team. We are building Arista as a new model major label, and they each are forward-thinking industry professionals with experience outside of the recorded music business who bring a tremendous amount of creativity and expertise to the company. I look forward to working with them to develop progressive and innovative approaches to marketing, branding and discovery that will help our artists advance their careers and connect with audiences on a global scale.”

Massey left his post as president/CEO of Universal Music Group’s Island Records in June to helm the relaunch. Massey’s music industry career spans a variety of pivotal positions: EVP/GM position at Epic Records, executive VP/A&R for Sony Music Label Group U.S., and running UMG’s Mercury Records from 2007 until his 2013 Island Records transition. Arista Records was founded by Clive Davis in 1974 and shuttered in 2011.

“Arista has been one of the absolute dream labels creatively and when we started having conversations, it just occurred to me one weekend [to ask if] there would ever be a possibility of reforming that amazing label. For me, from a music standpoint and from the point of Clive Davis and the history of that label, it felt like an iconic label that could be completely reinvented. To my amazement, it turned out we could actually do it…

‘Clive was amazing about it and I think we all just felt like it was a very natural, great opportunity to bring back a label that so many people respect and love and, certainly for me, embodies so many of the artists that I would love to discover today, whether it be Whitney[Houston] , orTLC or OutKast. The list is endless. It felt like a real long term plan for Sony and for myself.”